Chapter 11: Marketing. Marketing  Process for creating, communicating, delivering offerings that have value for customer.

Slides:

Advertisements

Similar presentations

Chapter 12 Marketing and Customer Satisfaction Business Today.

Advertisements

UNIT 4 – MARKET SEGMENTATION

From Analysis to Strategy

Marketing and Consumer Behavior

Lecture 07 Marketing. Working Definition of the concept > – The process of determining customer wants and needs and – then providing.

Learning Goals Learn the three steps of target marketing, market segmentation, target marketing, and market positioning Understand the major bases for.

Fourth Edition Copyright ©2003 Prentice Hall, Inc. PART Understanding Principles of Marketing.

© 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Introduction to Marketing Strategies

The Art and Science of Marketing

Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Introduction to Marketing Strategies 12-1.

Understanding the Customer and Creating Goods and Services that Satisfy Chapter 11 *based on other sources.

Chapter 9: Marketing: Providing Value to Customers

Unit 3 Basic Marketing Concepts

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

PowerPoint Presentation by Charlie Cook Copyright © 2005 Prentice Hall, Inc. All rights reserved. Chapter 10 Understanding Marketing Processes and Consumer.

© Prentice Hall, 2005 Business In Action 3eChapter Developing Product and Pricing Strategies.

Jeopardy It starts with “P” Name that Function Bulls Eye Economic Impact Trivia Q $100 Q $200 Q $300 Q $400 Q $500 Q $100 Q $200 Q $300 Q $400 Q $500.

Customer-Driven Marketing

Customer and Creating Marketing Strategy

McGraw-Hill/Irwin Understanding Business, 7/e © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved NickelMcHughMcHughRyan Nickels Cover.

UNDERSTANDING PRINCIPLES OF MARKETING

Sports and Entertainment Marketing © Thomson/South-Western Do Now Define marketing. What is the most important aspect of marketing? Chapter 4 Slide 1 What.

1 12. Customer-Driven Marketing. 2 How Marketing Creates Utility Marketing indirectly influences form utility Three kinds of utility are directly created.

Slides prepared by Petra Bouvain University of Canberra.

Part Chapter © 2009 The McGraw-Hill Companies, Inc. All rights reserved. 1 McGraw-Hill Marketing: Product and Price 1 Chapter 9.

Basic Marketing Concepts

Chapter Thirteen Marketing: Helping Buyers Buy Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

PowerPoint Presentation by Charlie Cook Copyright © 2005 Prentice Hall, Inc. All rights reserved. Chapter 10 Understanding Marketing Processes and Consumer.

11-1 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 Marketing Processes and Consumer Behavior.

© Prentice Hall, 2004 Business In Action 2eChapter Developing Product and Pricing Strategies.

MARKETING. Standards… BCS-BE-36: The student demonstrates understanding of the concept of marketing and its importance to business ownership. BCS-BE-36:

PowerPoint Presentation by Charlie Cook Copyright © 2005 Prentice Hall, Inc. All rights reserved. Chapter 10 Understanding Marketing Processes and Consumer.

NETA PowerPoint Presentations to accompany The Future of Business Fourth Edition Adapted by Norm Althouse, University of Calgary Copyright © 2014 by Nelson.

Understanding Principles Of Marketing Pertemuan 09 Matakuliah: J Pengantar Bisnis Tahun: 2009.

Understanding the Customer and Creating Goods and Services that Satisfy Chapter 11.

Business in Action 6e Bovée/Thill The Art and Science of Marketing Chapter 13.

Chapter 12 1 Understanding the Customer Prepared by Norm Althouse University of Calgary Prepared by Norm Althouse University of Calgary Copyright © 2011.

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Fundamentals of Marketing, Customers, and Strategic Marketing Planning.

The World of Marketing Standard 1 Objective 1. Marketing Marketing is the activity, set of institutions, and processes for creating, communicating, delivering,

Chapter 13 Marketing. What is Marketing? Marketing is about filling a need. Set of activities to communicate, create, deliver, and exchange offerings.

1 of 12 Defining the Organization’s Business, Mission, and Goals Business Definition (Who are we?)  scope of the organization’s operations  customers.

Adeyl Khan, Faculty, BBA, NSU Chapter 12. Adeyl Khan, Faculty, BBA, NSU Marketing - set of processes for creating, communicating, and delivering value.

Chapter Thirteen Marketing: Helping Buyers Buy Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Customer-Driven Marketing

REVIEW. MARKETING CONCEPT FOCUS ON MAKING A PROFIT FOCUS ON SATISFYING WANTS AND NEEDS OF CUSTOMERS FOCUS ON COMPETITION.

Basic Marketing Concepts Std. 3. Marketing Concept The idea that you must satisfy a customers’ needs and wants in order to make a profit. Businesses must.

Copyright ©2016 Cengage Learning. All Rights Reserved

Customer-Driven Marketing Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Marketing Concept Satisfy customer’s needs and wants Do it better than the competition.

Chapter 1 Consumer Behavior and Marketing Strategy.

Market Segmentation and Target Marketing. Marketers rarely go after the entire market with one product, brand, or service. Why?

Ass. Prof. Dr. Özgür KÖKALAN İstanbul Sabahattin Zaim University.

The Role of IMC in the Marketing Process Chapter 2

BUSINESS 1 Understanding Marketing Processes and Consumer Behavior.

Lesson 2 – Market Segmentation and Marketing Mix.

* * Chapter Thirteen Marketing: Helping Buyers Buy Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin.

* * Chapter Thirteen Marketing: Helping Buyers Buy Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin.

The Marketing Concept Implementing the Marketing Strategy.

Marketing II Chapter 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers.

Chapter 2 IMC Role in Marketing. Chapter 2 : IMC Role in Marketing Chapter Objectives To understand the marketing process and the role of advertising.

Segmentation, Targeting, and Positioning Building the Right Relationships with the Right Customers Chapter 7.

“Understanding Consumers”

Basic Marketing Concepts

Connecting with Customers: The Art and Science of Marketing

Chapter 13 Marketing: Helping Buyers Buy

© Prentice Hall, 2007Excellence in Business, 3eChapter Connecting with Customers: The Art and Science of Marketing.

Basic Marketing Concepts

Presentation transcript:

Chapter 11: Marketing

Marketing  Process for creating, communicating, delivering offerings that have value for customer.

Utility  Form utility  Time utility  Place utility  Ownership utility

People Marketing

Place Marketing

Event Marketing 

Idea Marketing  Click it or Ticket  Don’t drink and drive  Don’t Smoke

Marketing Era’s  Production Era  Selling Era  Marketing Era  Marketing Concept  Relationship Era

Role of Customer  Customer relationship management  Personalization  Limited Relationships  Full Partnerships  Value+customer satisfaction= customer loyalty

Marketing Strategy  Marketing plan  Target Market  Size  Profitability  Accessibility  Limited competition

Consumer Marketers vs. Business Marketers  Consumer  Direct efforts toward people who are buying products for personal use.  Business  Direct efforts to customers who buy products to produce other products.

Consumer Market Segmentation  Demographic

Consumer Market Segmentation  Geographic

Consumer Market Segmentation  Psychographic

Consumer Market Segmentation  Behavioral

Business Market Segmentation  Geographic- Concentration of Customers  Customer-Based- characteristics of customers  Product-Use-Based- How customers will use product

Marketing Mix  Product Strategy: brand name, product image, package design  Pricing Strategy: fair prices, add value, relative to the benefits of your product.  Distribution Strategy: shipping, warehousing, and selling outlets  Promotion Strategy: ways that marketers communicate about their products.

Marketing Environment  Environmental Scanning- collecting information from external marketing environment. Key elements include  Competitive: understanding the market share  Economic: Identify and respond to change  Social/Cultural: lifestyle, customs, interests, rapidly changing trends.  Technological: Change in technology  Political/Legal: Laws, regulations

Understanding the Customer  Customer Behavior: How customers act, when buying or using a product.  Consumer Decision Process  Need Recognition  Information search  Evaluation of Alternatives  Purchase Decision  Post purchase Behavior  Business buyer behavior- how people act when buying products to produce other products.

Marketing Research  Goal: better marketing decisions  Identify external opportunities  Monitor and predict customer behavior  Secondary data: existing data  Primary: new data  Observational research: no interaction  Survey Research: What people are thinking and feeling

Social Responsibility  Fair labor  Environmentalist  Involvement in local community